Crown Golf’s PGA changes have led to improvements

By Tania Longmire
July 10, 2017 11:30

Crown Golf’s changes to the roles of its top PGA professionals are having a positive improvement on the operator’s bottom line, a spokesman has confirmed.

Following a £300,000 investment, the owner of 23 UK golf clubs has created a Golf Development Professional (GDP) role so that its PGA professionals have more ‘face time’ with golfers. They also now play more of a role in introducing golfers to fellow members at their golf clubs and each one has an annual diary of over 50 golfing and social events at their golf club – over and above regular medals and club matches.

“It’s already getting more members and newcomers directly engaged with their club pro than ever before,” said the spokesman.

“Handicaps are coming down faster, more golfers are having lessons, and Crown Golf’s top PGA professionals are working more closely at the heart of their clubs.

“More member enjoyment and a rise in new golfers are on the cards.”

The GDPs also act as Crown Golf’s chief ambassadors to the local community, developing participation both at the club and throughout the area, and manage each club’s custom-fitting service following the operator’s investment in the latest launch monitor technology across the group.

The new roles started at Crown Golf venues in Surrey, Bristol, Essex, Hampshire, Hertfordshire, London, Middlesex and Merseyside.

“Now more than ever, golf has to compete for people’s free time,” said Crown Golf CEO Stephen Towers. “The sport can only grow if we meet this challenge, and across Crown Golf the GDP now holds the key to increasing golf participation and keeping people playing this great sport.”

Nick Pink, chief executive of England Golf, said: “We know it is essential to put the customer first if we are to grow the game of golf and it’s good to see Crown Golf taking these steps to enhance the experience of both members and new players.”

Rob Spurrier, who coordinates coaching across the Crown Golf group, said: “The best PGA professionals are like the captain of a football team. Everybody knows their name, and which golf club they work at, for miles around. They can work miracles with your golf game and your confidence levels, and their personality sets the tone at the golf club. We’re putting them where they belong – among people – to fully use those core PGA skills for which they have spent years in training.”

The new GDP positions are already improving the member experience at Crown Golf clubs in many different ways. “This has freed up our top PGA staff to run extra activities such as weekly bunkers masterclasses or putting clinics, which have quickly become a popular attraction for members” said Spurrier. “Part coaching, part custom-fitting, part social event, they are a great way for our GDPs to help as many members as possible through the year.”

Stephen Towers said: “If you want to start, return to or improve your golf, the GDP at your nearest Crown Golf venue will be your first and best port of call in the area.”